Ever since I was a kid, I have loved superheroes. The caped crusaders fighting evil and helping people.
The best one by far for me is Iron Man.
A “normal” guy, be it somewhat arrogant, who puts on this fabulous suit to bring bad guys to justice. Naturally with different suits for different occasions. The solutions are endless and let’s face it, it creates some cool cinema viewing.
But above all, I think it is a great representation of what a human – machine interface is capable of and how it can bring value.
A symbioses whereby the human in the suit does the thinking, sets the direction and leads.
And the suit? The suit supports the human in every aspect. It does the heavy lifting, gets the required information, analyses the situation and gets the hero where he or she needs to be.
All this in one package, a clear human and machine symbioses, that brings results. Like saving the world 😉
Now think of Artificial Intelligence in market research.
Maybe saving the world is somewhat strong and pretentious, but if done right with a clear human interface that drives the results and sets the course, Artificial Intelligence can be a real force for change and benefit with your clients.
But let’s face it, Artificial Intelligence has a bad reputation. People think terminator, not assistant. Replacement not cooperation. The name provokes some with a sense of dread, mistrust and confusion with visions of the “terminator” looking to destroy the world or to take away jobs.
At GoBright.ai we see it as a tool for evolving how we do qualitative research by engaging with consumers on their own terms using their own device. A tool that can support research teams in a time where they are under pressure to deliver projects faster, more efficiently and more cost effective. A tool that is in perfect symbiosis with the human researcher.
Let’s break it down in a typical qual interview research project to understand the working relationship between man and machine.
We always start a qualitative interview project with the research question that we want to see answered. The researcher will need to translate this into an interview guide, that captures all elements we need to ask the respondents to answer our research question.
This guide is translated into a detailed interview conducted by the virtual interviewer, who will engage with respondents individually and interview them at the time of their choosing (24/7). It will do the “heavy lifting” without rest or sleep, globally, independent of time zones.
Even if some of us have a huge amount of energy, normal human beings need to sleep, pick up the kids, go to the store, in short have a personal life.
A personal life that your consumers or respondents do not care about. They have their own concerns, their own working hours and family situation. They can be night owls or early risers or have any other characteristic that makes them that which is most interesting for us, an individual. But that also makes it ideal to have a conversational AI interview this audience. Always cheerful (be it at 3am or 11pm), curious and consistent. Asking the same key questions to either 10 or 250 respondents. With the data instantaneously analyzed and provided for review. Giving the human researcher all the insights to provide guidance in their organisation at the right time.
We may not save the world, but with the use of conversational AI we are able to help researchers and organisations get actionable insights fast and at the right time to support the decision making on the hero strategy in the organisation.
So what is Conversational AI in market research for you? Do you see it as a terminator or a helpful assistant?